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Kroger's E-Commerce Identity Crisis? | Fast Five Shorts · Omni Talk Retail

• 0:00
  Kroger
• 0:00
  plans
• 0:00
  to
• 0:00
  use
• 0:01
  DoorDash's
• 0:02
  Dashmart
• 0:03
  service
• 0:03
  for
• 0:03
  delivery.
• 0:04
  According
• 0:04
  to
• 0:04
  GroceryDive,
• 0:05
  Kroger
• 0:05
  plans
• 0:06
  to
• 0:06
  use
• 0:06
  Dashmart
• 0:06
  fulfillment
• 0:07
  services,
• 0:07
  a
• 0:08
  new
• 0:08
  online
• 0:08
  delivery
• 0:09
  service
• 0:09
  from
• 0:09
  DoorDash
• 0:10
  that
• 0:10
  relies
• 0:11
  on
• 0:11
  delivery
• 0:11
  focused
• 0:12
  stores
• 0:12
  as
• 0:13
  it
• 0:13
  operates
• 0:14
  across
• 0:14
  the
• 0:14
  country.
• 0:14
  The
• 0:15
  grocer,
• 0:15
  which
• 0:16
  plans
• 0:16
  to
• 0:16
  offer
• 0:16
  groceries
• 0:17
  and
• 0:17
  household
• 0:17
  items
• 0:18
  through
• 0:18
  the
• 0:18
  service,
• 0:18
  will
• 0:19
  join
• 0:19
  other
• 0:19
  retailers
• 0:20
  like
• 0:20
  CVS
• 0:20
  which
• 0:20
  are
• 0:21
  currently
• 0:21
  using
• 0:21
  the
• 0:21
  DoorDash
• 0:22
  service.
• 0:23
  The
• 0:23
  announcement
• 0:24
  comes
• 0:24
  on
• 0:24
  the
• 0:24
  heels
• 0:24
  of
• 0:24
  Kroger
• 0:25
  expanding
• 0:25
  DoorDash
• 0:26
  delivery
• 0:26
  to
• 0:26
  all
• 0:27
  2700
• 0:27
  of
• 0:28
  its
• 0:28
  stores
• 0:28
  and
• 0:28
  and
• 0:29
  highlights
• 0:29
  the
• 0:29
  grocer's
• 0:30
  reliance
• 0:30
  on
• 0:30
  third
• 0:30
  party
• 0:31
  delivery
• 0:31
  companies
• 0:32
  to
• 0:32
  help
• 0:32
  power
• 0:32
  its
• 0:33
  e
• 0:33
  commerce
• 0:33
  business.
• 0:34
  And
• 0:34
  also
• 0:35
  after
• 0:35
  executives
• 0:36
  said
• 0:36
  that
• 0:36
  they
• 0:36
  are
• 0:37
  reexamining
• 0:37
  Kroger's
• 0:38
  Ocado
• 0:38
  automated
• 0:39
  warehousing
• 0:39
  infrastructure.
• 0:40
  Chris,
• 0:41
  what
• 0:41
  do
• 0:41
  you
• 0:41
  think
• 0:41
  that
• 0:42
  Kroger's
• 0:42
  increasing
• 0:43
  ties
• 0:43
  with
• 0:43
  DoorDash
• 0:44
  say
• 0:44
  about
• 0:45
  its
• 0:45
  e
• 0:45
  commerce
• 0:46
  strategy?
• 0:47
  Oh,
• 0:48
  and
• 0:48
  I
• 0:48
  worry
• 0:48
  it
• 0:49
  tells,
• 0:49
  it
• 0:49
  says
• 0:49
  a
• 0:49
  lot
• 0:49
  and
• 0:50
  I
• 0:50
  worry,
• 0:50
  it
• 0:50
  tells
• 0:50
  me
• 0:50
  that
• 0:51
  Kroger's
• 0:52
  e
• 0:52
  commerce
• 0:52
  strategy
• 0:52
  is
• 0:53
  a
• 0:53
  little
• 0:53
  bit
• 0:53
  lost
• 0:53
  and
• 0:53
  it's
• 0:54
  trying
• 0:54
  to
• 0:54
  grapple
• 0:55
  in
• 0:55
  the
• 0:55
  dark
• 0:55
  here,
• 0:55
  you
• 0:56
  know,
• 0:56
  trying
• 0:56
  to
• 0:56
  find
• 0:56
  its
• 0:56
  way
• 0:56
  in
• 0:57
  the
• 0:57
  dark
• 0:57
  here.
• 0:58
  And
• 0:58
  when
• 0:58
  I
• 0:58
  say
• 0:59
  that,
• 0:59
  I
• 0:59
  say
• 0:59
  that,
• 1:00
  you
• 1:00
  know,
• 1:00
  and
• 1:00
  totally
• 1:01
  understand
• 1:01
  it.
• 1:01
  Right.
• 1:02
  Like
• 1:02
  I
• 1:03
  could
• 1:03
  see
• 1:03
  myself
• 1:03
  falling
• 1:03
  into
• 1:04
  the
• 1:04
  same
• 1:04
  trap.
• 1:04
  Like,
• 1:05
  because
• 1:05
  there's
• 1:05
  a
• 1:06
  lot
• 1:06
  of
• 1:06
  psychology
• 1:06
  in
• 1:06
  how
• 1:07
  the
• 1:07
  decisions
• 1:07
  are
• 1:07
  coming
• 1:07
  out
• 1:08
  here
• 1:08
  or
• 1:08
  how
• 1:08
  the
• 1:08
  headlines
• 1:09
  are
• 1:09
  being
• 1:10
  put
• 1:10
  into
• 1:10
  the
• 1:10
  media.
• 1:11
  So
• 1:11
  for
• 1:11
  example,
• 1:11
  like,
• 1:12
  you
• 1:12
  know,
• 1:12
  and
• 1:12
  that's
• 1:13
  why
• 1:13
  we
• 1:13
  started
• 1:13
  Omni
• 1:13
  Talk
• 1:14
  is
• 1:14
  to
• 1:14
  go
• 1:14
  behind
• 1:14
  the
• 1:14
  headlines
• 1:15
  and
• 1:15
  the
• 1:15
  psychology
• 1:15
  of
• 1:16
  how
• 1:16
  the
• 1:16
  executives
• 1:16
  are
• 1:16
  really
• 1:17
  trying
• 1:17
  to
• 1:17
  think.
• 1:17
  And
• 1:17
  so,
• 1:18
  so
• 1:18
  like
• 1:19
  step
• 1:19
  back
• 1:20
  for
• 1:20
  a
• 1:20
  sec.
• 1:20
  Think.
• 1:21
  Old
• 1:21
  regime
• 1:22
  makes
• 1:22
  a
• 1:22
  huge
• 1:22
  bet
• 1:23
  on
• 1:23
  Ocado.
• 1:24
  New
• 1:24
  regime
• 1:25
  comes
• 1:25
  in,
• 1:26
  they
• 1:26
  don't
• 1:26
  like
• 1:26
  how
• 1:26
  the
• 1:26
  results
• 1:27
  are
• 1:27
  playing
• 1:27
  out.
• 1:27
  So
• 1:28
  now
• 1:28
  they're
• 1:28
  swinging
• 1:29
  the
• 1:29
  pendulum
• 1:29
  and
• 1:30
  they're
• 1:30
  going
• 1:30
  all
• 1:31
  in
• 1:31
  on
• 1:31
  two
• 1:31
  things.
• 1:32
  Store
• 1:32
  delivery
• 1:33
  support
• 1:34
  with
• 1:34
  Instacart
• 1:35
  and
• 1:35
  DoorDash.
• 1:35
  They've
• 1:35
  added
• 1:36
  DoorDash
• 1:36
  to
• 1:36
  the
• 1:36
  mix
• 1:37
  and
• 1:37
  now
• 1:37
  they're
• 1:37
  going
• 1:38
  into
• 1:38
  like
• 1:38
  what
• 1:38
  is
• 1:38
  essentially
• 1:39
  a
• 1:39
  micro
• 1:39
  warehousing
• 1:40
  support
• 1:40
  with
• 1:41
  the
• 1:41
  dashmark
• 1:42
  concept.
• 1:42
  So
• 1:42
  that's
• 1:42
  taking
• 1:43
  it
• 1:43
  out
• 1:43
  of
• 1:43
  the
• 1:43
  store
• 1:43
  and
• 1:44
  going
• 1:44
  with
• 1:44
  the
• 1:44
  dashmart.
• 1:45
  So
• 1:45
  which
• 1:45
  is
• 1:46
  essentially
• 1:46
  for
• 1:47
  the
• 1:47
  most
• 1:47
  part
• 1:47
  from
• 1:47
  what
• 1:47
  we
• 1:48
  know,
• 1:48
  probably
• 1:48
  a
• 1:48
  manual
• 1:49
  picking
• 1:49
  small
• 1:50
  warehouse
• 1:50
  nearby
• 1:51
  that
• 1:51
  you,
• 1:51
  you
• 1:52
  can
• 1:52
  access
• 1:52
  quickly.
• 1:53
  So
• 1:53
  they're,
• 1:53
  they're
• 1:53
  swinging
• 1:54
  the
• 1:54
  pendulum
• 1:54
  completely.
• 1:55
  But
• 1:55
  the
• 1:56
  smarter
• 1:56
  move
• 1:56
  to
• 1:56
  me
• 1:57
  is
• 1:57
  to
• 1:58
  be
• 1:58
  if
• 1:58
  I'm
• 1:58
  Kroger
• 1:59
  and
• 1:59
  I'm
• 1:59
  an
• 1:59
  executive
• 1:59
  at
• 2:00
  Kroger,
• 2:00
  I'm
• 2:00
  asking
• 2:00
  myself
• 2:01
  where
• 2:01
  do
• 2:02
  I
• 2:02
  want
• 2:02
  our
• 2:02
  network
• 2:02
  to
• 2:02
  really
• 2:03
  be
• 2:03
  in
• 2:03
  10
• 2:03
  years?
• 2:04
  Because
• 2:04
  I
• 2:04
  guarantee
• 2:05
  the
• 2:06
  answer
• 2:06
  to
• 2:06
  that
• 2:07
  for
• 2:07
  everyone,
• 2:08
  not
• 2:08
  just
• 2:08
  Kroger,
• 2:09
  but
• 2:09
  for
• 2:09
  many
• 2:09
  people
• 2:09
  in
• 2:10
  the
• 2:10
  grocery
• 2:10
  industry
• 2:11
  should
• 2:11
  not
• 2:11
  be
• 2:12
  running
• 2:12
  through
• 2:12
  Doordash
• 2:13
  and
• 2:13
  Instacart's
• 2:14
  marketplaces
• 2:14
  at
• 2:15
  all.
• 2:15
  At
• 2:16
  best
• 2:16
  they
• 2:16
  should
• 2:16
  be
• 2:16
  white
• 2:17
  label
• 2:17
  delivery
• 2:18
  providers
• 2:18
  for
• 2:18
  you,
• 2:19
  which
• 2:19
  I
• 2:19
  think
• 2:19
  is
• 2:19
  very
• 2:19
  smart
• 2:20
  if
• 2:20
  you
• 2:20
  do
• 2:20
  it
• 2:20
  that
• 2:20
  way
• 2:21
  because.
• 2:23
  Because
• 2:23
  you
• 2:23
  have
• 2:23
  to
• 2:24
  start
• 2:24
  figuring
• 2:25
  out
• 2:25
  how
• 2:25
  to
• 2:25
  fulfill
• 2:26
  the
• 2:26
  demand
• 2:26
  yourselves
• 2:27
  and
• 2:27
  how
• 2:28
  to
• 2:28
  make
• 2:28
  it
• 2:28
  economical
• 2:29
  with
• 2:29
  the
• 2:30
  right
• 2:30
  technology
• 2:30
  and
• 2:31
  automation
• 2:31
  running
• 2:32
  your
• 2:32
  warehouses
• 2:33
  or
• 2:33
  running
• 2:33
  your
• 2:33
  partner's
• 2:34
  warehouses.
• 2:34
  So.
• 2:35
  Because
• 2:35
  if
• 2:35
  you
• 2:35
  don't,
• 2:36
  and
• 2:36
  here's
• 2:36
  the
• 2:36
  big
• 2:37
  if,
• 2:37
  if
• 2:38
  you
• 2:38
  don't,
• 2:38
  Walmart
• 2:39
  and
• 2:39
  Amazon
• 2:40
  are
• 2:40
  going
• 2:40
  to
• 2:40
  figure
• 2:40
  that
• 2:40
  out
• 2:41
  and
• 2:41
  they're
• 2:41
  going
• 2:41
  to
• 2:41
  drive
• 2:42
  the
• 2:42
  volume
• 2:42
  towards
• 2:43
  e
• 2:43
  commerce
• 2:43
  to
• 2:44
  them
• 2:44
  in
• 2:44
  the
• 2:44
  long
• 2:44
  run
• 2:45
  because
• 2:45
  they're
• 2:45
  going
• 2:45
  to
• 2:45
  know
• 2:45
  how
• 2:45
  to
• 2:45
  do
• 2:45
  it
• 2:46
  cheaper
• 2:46
  and
• 2:46
  more
• 2:47
  efficiently.
• 2:48
  Yeah,
• 2:48
  I
• 2:49
  think
• 2:50
  your
• 2:50
  thinking
• 2:51
  is
• 2:51
  right
• 2:51
  in
• 2:51
  line
• 2:51
  for
• 2:52
  where
• 2:52
  I
• 2:52
  was
• 2:52
  on
• 2:53
  this
• 2:53
  too.
• 2:53
  I
• 2:53
  mean
• 2:53
  for
• 2:54
  me
• 2:54
  I
• 2:54
  start
• 2:55
  to
• 2:55
  think
• 2:55
  about
• 2:55
  what
• 2:56
  does
• 2:56
  this
• 2:56
  mean
• 2:56
  for
• 2:56
  the
• 2:57
  store
• 2:57
  operations.
• 2:57
  We're
• 2:58
  hearing
• 2:58
  this
• 2:58
  from
• 2:58
  a
• 2:58
  lot
• 2:58
  of
• 2:58
  retailers,
• 2:59
  not
• 2:59
  just
• 2:59
  Kroger,
• 3:00
  that
• 3:00
  you
• 3:00
  know,
• 3:00
  they're
• 3:01
  looking
• 3:01
  at
• 3:01
  how
• 3:02
  to
• 3:02
  fulfill
• 3:02
  orders
• 3:02
  from
• 3:03
  the
• 3:03
  store
• 3:03
  now
• 3:04
  because
• 3:04
  it's
• 3:04
  more
• 3:05
  efficient
• 3:05
  because
• 3:05
  they're
• 3:06
  not
• 3:06
  reliant
• 3:06
  on
• 3:06
  a
• 3:07
  third
• 3:07
  party
• 3:07
  as
• 3:08
  much.
• 3:09
  And
• 3:09
  it
• 3:09
  doesn't
• 3:10
  put,
• 3:10
  you
• 3:10
  know,
• 3:10
  potentially
• 3:10
  like
• 3:11
  an
• 3:11
  Instacart,
• 3:11
  like
• 3:12
  shoppers
• 3:12
  walking
• 3:12
  through
• 3:12
  the
• 3:13
  stores
• 3:13
  and
• 3:13
  crowding
• 3:13
  aisles.
• 3:14
  But
• 3:15
  I
• 3:15
  think
• 3:15
  what
• 3:15
  I'm
• 3:16
  interested
• 3:16
  in
• 3:16
  seeing
• 3:16
  here
• 3:17
  is
• 3:17
  they
• 3:17
  talk
• 3:18
  about
• 3:18
  reevaluating,
• 3:19
  reevaluating
• 3:20
  Ocado
• 3:21
  and
• 3:22
  the
• 3:22
  independent
• 3:23
  warehouses.
• 3:23
  I'm
• 3:24
  wondering
• 3:24
  if
• 3:24
  we
• 3:24
  don't
• 3:25
  start
• 3:25
  to
• 3:25
  see
• 3:25
  them
• 3:26
  push
• 3:26
  Ocado
• 3:27
  to
• 3:27
  pivot
• 3:27
  towards
• 3:28
  like
• 3:28
  the
• 3:28
  Ocado
• 3:29
  Zoom
• 3:29
  micro
• 3:29
  fulfillment
• 3:30
  platforms
• 3:30
  that
• 3:31
  they're
• 3:31
  starting
• 3:31
  to
• 3:31
  put
• 3:31
  in
• 3:31
  their
• 3:32
  stores
• 3:32
  like
• 3:32
  you're
• 3:32
  talking
• 3:33
  about.
• 3:33
  Because
• 3:33
  all
• 3:34
  of
• 3:34
  these,
• 3:34
  all
• 3:35
  of
• 3:35
  this
• 3:35
  demand
• 3:35
  for
• 3:36
  stores
• 3:36
  they're
• 3:36
  not
• 3:36
  prepared
• 3:37
  for
• 3:37
  right
• 3:37
  now.
• 3:37
  They
• 3:38
  have
• 3:38
  to
• 3:38
  start
• 3:38
  thinking
• 3:39
  about
• 3:39
  automation.
• 3:39
  Whether
• 3:40
  that's
• 3:40
  testing
• 3:41
  the
• 3:41
  likes
• 3:41
  of
• 3:41
  a
• 3:41
  fabric
• 3:41
  or
• 3:42
  a
• 3:42
  dramatic.
• 3:42
  But
• 3:42
  you
• 3:43
  know,
• 3:43
  being
• 3:43
  able
• 3:43
  to
• 3:44
  fulfill
• 3:44
  these
• 3:44
  orders
• 3:45
  at
• 3:45
  a
• 3:45
  frequency
• 3:46
  like
• 3:46
  fabric.
• 3:47
  Remember
• 3:47
  the
• 3:47
  save
• 3:47
  a
• 3:48
  Lot
• 3:48
  store
• 3:48
  we
• 3:48
  went
• 3:48
  to?
• 3:48
  Like
• 3:48
  they
• 3:49
  were
• 3:49
  fulfilling
• 3:49
  orders.
• 3:50
  You
• 3:50
  could
• 3:50
  do
• 3:50
  a
• 3:50
  50
• 3:50
  item
• 3:51
  grocery
• 3:51
  order
• 3:52
  in
• 3:52
  six
• 3:52
  to
• 3:52
  eight
• 3:52
  minutes.
• 3:53
  Like
• 3:53
  that's.
• 3:54
  You
• 3:54
  cannot
• 3:55
  do
• 3:55
  that
• 3:55
  with
• 3:55
  your
• 3:55
  human
• 3:56
  workforce
• 3:57
  or
• 3:57
  with,
• 3:57
  you
• 3:58
  know,
• 3:58
  a
• 3:58
  third
• 3:58
  party
• 3:58
  coming
• 3:59
  in.
• 3:59
  I
• 3:59
  think
• 3:59
  that's
• 4:00
  what
• 4:00
  I'm
• 4:00
  really
• 4:00
  curious
• 4:01
  to
• 4:01
  see
• 4:01
  is,
• 4:01
  is
• 4:01
  does
• 4:02
  this
• 4:02
  cause
• 4:03
  the
• 4:03
  retailers
• 4:04
  to
• 4:04
  invest
• 4:05
  more
• 4:05
  in
• 4:05
  automation
• 4:06
  in
• 4:06
  the
• 4:06
  back
• 4:07
  of
• 4:07
  house
• 4:07
  so
• 4:07
  that
• 4:08
  they
• 4:08
  can
• 4:08
  deploy
• 4:08
  their
• 4:09
  own
• 4:09
  workforce
• 4:10
  either,
• 4:10
  you
• 4:10
  know,
• 4:10
  help
• 4:11
  get
• 4:11
  orders
• 4:12
  ready
• 4:12
  for
• 4:12
  the
• 4:12
  third
• 4:12
  party
• 4:13
  DoorDash
• 4:13
  delivery
• 4:14
  providers
• 4:15
  or
• 4:15
  start
• 4:16
  to
• 4:16
  explore
• 4:17
  doing
• 4:17
  the
• 4:17
  delivery
• 4:18
  themselves
• 4:18
  too?
• 4:18
  I
• 4:19
  think
• 4:19
  you
• 4:19
  have
• 4:19
  to
• 4:19
  start
• 4:20
  looking
• 4:20
  at
• 4:20
  how
• 4:20
  you're
• 4:21
  making
• 4:21
  your,
• 4:21
  your
• 4:22
  store
• 4:22
  operations
• 4:22
  run
• 4:23
  more
• 4:23
  smoothly
• 4:23
  and
• 4:24
  your
• 4:24
  back
• 4:24
  of
• 4:24
  house
• 4:24
  run
• 4:25
  smarter
• 4:25
  in
• 4:25
  order
• 4:26
  to
• 4:26
  fulfill
• 4:26
  this.
• 4:26
  Either
• 4:27
  way
• 4:27
  to
• 4:27
  have
• 4:27
  success
• 4:27
  no
• 4:28
  matter
• 4:28
  who
• 4:28
  your
• 4:28
  third
• 4:28
  party
• 4:29
  provider
• 4:29
  is.
• 4:30
  Yeah,
• 4:31
  and
• 4:31
  a
• 4:31
  couple
• 4:31
  of
• 4:31
  points
• 4:31
  of
• 4:32
  clarification
• 4:32
  too.
• 4:32
  So
• 4:32
  Dashmar
• 4:33
  is
• 4:33
  actually
• 4:33
  they're
• 4:33
  running
• 4:34
  the
• 4:34
  warehouses
• 4:34
  themselves
• 4:35
  so
• 4:35
  they're
• 4:36
  taking
• 4:36
  the
• 4:36
  in
• 4:36
  store
• 4:37
  picking
• 4:37
  phenomenon
• 4:37
  out
• 4:38
  of
• 4:38
  this.
• 4:38
  So
• 4:38
  that's
• 4:38
  one
• 4:39
  important,
• 4:39
  that's
• 4:40
  important
• 4:40
  to
• 4:40
  call
• 4:40
  out
• 4:40
  and
• 4:40
  make
• 4:41
  sure.
• 4:41
  But,
• 4:41
  but
• 4:41
  they
• 4:41
  are
• 4:41
  still
• 4:41
  using
• 4:42
  DoorDash
• 4:42
  too
• 4:42
  for
• 4:42
  the
• 4:42
  in
• 4:43
  store
• 4:43
  picking.
• 4:43
  So
• 4:43
  that's
• 4:43
  a,
• 4:44
  it's,
• 4:44
  it's
• 4:44
  an
• 4:44
  interesting
• 4:44
  point.
• 4:45
  The
• 4:45
  other
• 4:45
  point
• 4:45
  I'd
• 4:46
  mention
• 4:46
  though
• 4:46
  is
• 4:47
  if
• 4:47
  you
• 4:47
  step
• 4:47
  back
• 4:48
  from
• 4:48
  the
• 4:48
  executive
• 4:48
  position,
• 4:49
  they're
• 4:50
  not
• 4:50
  likely
• 4:50
  going
• 4:51
  to
• 4:51
  look
• 4:51
  at
• 4:51
  other
• 4:52
  solutions
• 4:52
  providers
• 4:53
  on
• 4:53
  the
• 4:53
  technology
• 4:53
  side
• 4:54
  because
• 4:54
  they're
• 4:54
  so,
• 4:55
  you
• 4:55
  know
• 4:55
  they're
• 4:56
  in
• 4:56
  a
• 4:56
  partnership
• 4:56
  with
• 4:57
  Ocado.
• 4:57
  Right.
• 4:58
  But
• 4:58
  that,
• 4:58
  that
• 4:58
  makes
• 4:59
  me
• 4:59
  think
• 4:59
  like
• 5:00
  yes,
• 5:00
  you
• 5:00
  should
• 5:00
  be
• 5:00
  looking
• 5:01
  at
• 5:01
  what
• 5:01
  does
• 5:02
  the
• 5:02
  network
• 5:02
  need
• 5:02
  to
• 5:03
  support,
• 5:03
  how
• 5:03
  are
• 5:03
  you
• 5:04
  going
• 5:04
  to
• 5:04
  drive
• 5:04
  the
• 5:04
  most
• 5:05
  volume
• 5:05
  through
• 5:05
  whatever
• 5:06
  automation
• 5:06
  you
• 5:07
  have
• 5:07
  running
• 5:07
  through
• 5:07
  Ocado.
• 5:08
  And,
• 5:08
  and
• 5:08
  I'd
• 5:09
  be
• 5:09
  pulling
• 5:09
  back
• 5:09
  like
• 5:10
  crazy
• 5:10
  my
• 5:11
  partnership
• 5:11
  with
• 5:11
  Instacart
• 5:12
  and
• 5:12
  DoorDash
• 5:13
  in
• 5:13
  those
• 5:13
  markets
• 5:14
  where
• 5:14
  I've
• 5:14
  got
• 5:14
  this
• 5:15
  infrastructure
• 5:15
  set
• 5:16
  up.
• 5:16
  Because
• 5:16
  that's
• 5:17
  what
• 5:17
  it's
• 5:17
  there
• 5:17
  for
• 5:18
  and
• 5:18
  that's
• 5:18
  what
• 5:18
  it's
• 5:18
  designed
• 5:19
  to
• 5:19
  do.
• 5:20
  Yeah,
• 5:20
  absolutely.